U2 frontman Bono has been able to garner widespread public support and positive publicity for both his band and his philanthropic causes through strategic public relations efforts over many decades. He addresses important social and political issues through U2's music and lyrics. Bono also advocates for causes like debt relief and ending poverty by recruiting support from world leaders, celebrities, charitable organizations and businesses. He founded organizations like ONE, Live 8 and (RED) to raise funds and awareness for issues in Africa. Bono's charismatic personality and ability to connect with people from all backgrounds have enhanced his reputation as a compassionate public figure and global advocate.

1. PR Paper #2: U2 and Bono’s Public Relations Tactics
Elizabeth Silber
April 28, 2008
MCOM 253
U2, a renowned rock band, international icon, and overall musical powerhouse is
one of the most influential bands of our time. In promoting issues like world peace,
poverty, disease, and equality, U2 is at the forefront of addressing national issues that
have been facing us both in the past and in the present. Paul Hewman, better known as
Bono, writes almost all of the U2 lyrics, often focusing on political, social and religious
subjects. As time has gone on, Bono has become a prominent philanthropist that is known
globally. Over time, Bono has had huge success in recruiting the support of well-known
leaders ranging from government officials, religious institutions, charitable organizations,
popular media outlets, and the business world. He has also been involved in starting “new
organizational networks attempting to combine global humanitarian relief with global
political activism and corporate commercial enterprise.”1 In general, Bono has become a
national idol in his quest for peace, debt relief, and ending poverty just to name a few,
which has drawn a lot of media attention and publicity over the years. His ability to be an
advocate for such issues has put him in the spotlight as a positive mentor and advocate to
all. Looking back on U2’s start shows the beginning of the trend of good publicity that
U2 and Bono have received due to their ability to be compassionate members of society.
Also, looking back on Bono’s past, one can identify many important events that occurred
to influence the positive light he is seen in today.
Bono was born on May 10, 1960 in Dublin, Ireland. He was a very curious and
1
Bono. (2008, April 29). In Wikipedia, The Free Encyclopedia. Retrieved 03:09, April 29, 2008, from
http://en.wikipedia.org/w/index.php?title=Bono&oldid=208903355

2. inquisitive child, which caused him to at an early age begin to doubt what was considered
normal society. “At age 15, Paul [Bono] suffered a tragic and devastating loss, when his
mother died of a brain aneurysm while attending the funeral of her own father.”2 Many
people today contribute this loss to many lyrics he writes about today, supporting family,
making sure you do the right thing and take care of the people you love. In addition,
Bono firmly believes in supporting the people you love to mean that everyone is an equal
and love your neighbor as yourself. This is one reason publicly he is seen as such a
stronghold for peace.3
During his high school years, Bono started to play guitar, igniting his passion for
music. This was also when he got his new nickname. “Credit for this goes to his friend,
Guggi, a high school cohort who stole it from a hearing aid store on O’Connell Street in
Dublin. Fittingly enough, the original moniker meant “good voice” in cockeyed Latin.”4
With his new name, Bono was a pretty good student as well as very popular among his
classmates. But in high school, his love of music led him to be a very involved member
in the school theater troupe. But after graduating his love of music also led him to post an
ad to gather a group together to make what becomes the members of the renowned U2.
Bono at the time was very good instrumentally but really couldn’t do much in the singing
area. However, due to Bono’s talented songwriting and theatrical character, not to
mention his genuine charm, is what made him to front man of U2. With these strengths,
many today believe his charismatic personality is very credible and with that the support
for him continues to grow.
Bono’s start was not so glamorous though. He was very nontraditional in his
2
Byrne, Kevin. “U2 Biographies” www. Atu2.com/band/bono Retrieved May 6, 2008
3
www.u2.com
4
Byrne, Kevin. “U2 Biographies” www. Atu2.com/band/bono Retrieved May 6, 2008

3. subjects of change and global outspokenness caused him certain criticism, as the world at
this time wasn’t ready for such a revolution. He however continued to push the issues of
change in society’s culture and still remains true to those beliefs today. This is another
reason he has such positive feedback as a singer and activist because his opinions and
values never wavered and he stood strong in his beliefs through the years remaining true
to his character.
“Though he is known as a socially-conscious songwriter who has tried to inspire
crowds with his lyrics, Bono is a rarity in that he also tries to connect with them
physically during a performance. The best example of this was seen by millions during
the Live Aid concert in 1985.”5 His ability to show his humane personality also rings true
with fans and people alike. He is a very big icon but at the same time remains down to
Earth showing his equality to everyone in every ethnicity, religion, race, gender etc. As
learned in Public Relations, being able to connect with the consumer on a local level is
very important. Consumers need to feel important and Bono is a very good example of
this. He is very outright in his want and need to be treated equally to everyone else, fans,
politicians, etc. This makes him a credible individual and a likeable one too. Positive
publicity is often gained through the media’s impression of everything you do. If the
media likes you, that’s half the battle, and Bono is often seen with the average person,
doing the average everyday things. This allows him to be real in people’s eyes, not trying
to be anything but himself, which is a very likeable quality.
Although the 90’s brought a little hardship for U2, “when U2’s political
earnestness, ultimately threatened to turn them into a caricature (due mostly to Bono’s
often politically-charged, onstage sermonizing), the band vanished into Germany to
5
Byrne, Kevin. “U2 Biographies” www. Atu2.com/band/bono Retrieved May 6, 2008

4. remake itself with a new sound.” This is another example of good public relations in that
Bono knew that his beliefs were right but also knew that he needed to change with the
times. He knew that an older product sometimes needed to be revamped into a newer
version. Therefore, he decided to retreat a bit and makeover himself and alter his image.
He came back with muscle sporting a new short haircut; cutting off the long locks, new
stylized sunglasses, and became more of a modern day rocker. With this change, Bono
took on another dimension to his persona. He became a sex icon and in the eyes of
everyone, women began to flock even more to his new appearance and new sound. With
this shift in style, he gained more strength in support because people saw that his
appearance still didn’t change his values and that despite the modernized version, Bono
was still an advocate for many worldly issues. In public relations its important sometimes
to step out of the spotlight and come back with a vengeance showing a newer aspect to a
product, campaign, etc. that sparks new interest and keeps old loyalists. As a business and
an entrepreneur, Bono and U2, still remained true to their loyal fans despite the outward
change and this allowed them to get new fans while keeping the old proud and dedicated.
During this time, Bono also sprung forth as a fan of other artists. He outwardly supported
his own mentors like Bob Marley, Frank Sinatra, and Bruce Springsteen. As many know,
these musicians were revolutionary and famous in their own right and suggested another
sort of humane aspect to Bono. He showed his ability to thank and honor rockers before
him and strived to show his appreciation for them. This showed a genuine characteristic
to U2 as a band while they were pushing forward themselves; they were quick to forget
those who paved the way for them either.
But as stated, U2’s fan club for other artists extended beyond music. “Bono has

5. extended himself to other projects and causes, and has emerged over the years to be both
a social animal and an activist…and has rallied numerous actors, artists, and activists to
his cause…most recently his bid to end Third World Debt.”6 Today, Bono, among his
numerous acquaintances and friends ranging from, “Brian Eno, Luciano Pavarotti, Sting,
Quincy Jones, Tina Turner, Bjork, President Bill Clinton, Jack Nicholson, U-N Secretary
General Kofi Annan, Frank and Barbara Sinatra, Bruce Springsteen, Salman Rushdie,
Sean Penn, Van Morrison, David Bowie, Muhammad Ali…” etc. has branched out
globally endorsing not only U2 but his causes for World issue resolution. His ability to be
welcomed in numerous, states, countries, continents, also allows his public relations
persona to be kept in tact among all nations and people. His versatile abilities show how
he is able to not only capture an audience but also build peaceful beginnings and good
reputation with many prominent leaders.
Among his ability to be a strong centerfold for bringing together people of all
nations, Bono has brought many of his world campaigns, and foundations to global
forefronts as well. He has started a marketing agreement with over a half dozen
companies to sell the brand, “Red.” This line of products ranges from clothing, to cell
phones, to other merchandise. It donates 40% of the profits to charity that pays for AIDS
drugs and HIV affected Africans. This campaign was launched by Bono and has gathered
worldwide attention and is growing to include other celebrities like Penelope Cruz, Oprah
Winfrey, Chris Rock and many others. In fact, famous producer and director, Steven
Spielberg did an advertisement for the Gap Red brand, which was extremely amazing
since he has never done an endorsement, ad, or pictorial ever! This suggests what support
Bono has drawn up and how influential he has made his cause. Many, from fans to
6
http:www.atu2.com/band/bono

6. celebrities, have publicly recognized Bono and his reputation for being a philanthropist
continues to grow.
Other publicly supported foundations and organizations that can be attributed to
Bono are the ONE campaign, Live 8, EDUN, and DATA (Red). The ONE campaign is
focused on the tagline, “make poverty history.” The Live 8 was a string of benefit
concerts that 3 million viewers tuned in to watch. “The shows planned to pressure world
leaders to drop the debt of the world's poorest nations, increase and improve aid, and
negotiate fair trade rules in the interest of poorer countries.”7 “Organizers of Live 8
presented the quot;Live 8 Listquot; to the world leaders at the G8 summit. This is a list of names
compiled from around the world of people who have voiced support of the Live 8 call
that politicians take action to quot;Make Poverty History.quot;8
Bono has been the centerfold of many vigilant campaigns in support of world
causes, which continues to make him a optimistic figure in the public eye. The public has
been introduced to a person that stands grounded in his beliefs for people to coexist as
one and work together to end worldly issues. He has been a picture of perfection in
people's eyes with the amount of time, effort, and work that he has put into not only being
a true member of U2, but also immersing himself in his causes. Citizens find him to be a
mentor, which sells both himself and his band. The ability for a celebrity to be so selfless
and proactive are qualities that people honor. He has used public relations in many ways
that benefit him, U2, and his cause. He has worked to do encouraging things for our
world and people love hearing about his new campaigns, or how they can help. Overall,
Bono is a star that people strive to be like, and support for his honorable actions. He has
7
Live 8. (2008, May 10). In Wikipedia, The Free Encyclopedia. Retrieved 21:28, May 12, 2008, from
http://en.wikipedia.org/w/index.php?title=Live_8&oldid=211488946
8
www.live8list.com.

7. and will be an idol for the public for years to come and one should watch out for what he
will do next. Bono allows people to be involved, even with little to no money, time, or
effort, which appeals to many because they can feel like they are helping without having
to sacrifice a whole lot. Bono has used many media outlets to his advantage and with that,
he has drawn more and more support.